Beyond Adwords: Get To Know Google’s Many Advertising Options

Beyond Adwords: Get To Know Google’s Many Advertising Options

  • On March 5, 2016
  • AdWords, Content Marketing, Digital Marketing, Google, Google’s Display Network, Marketing, PPC, Psychology, Social Media, YouTube

For most business owners, pay per click advertising brings to mind AdWords, and why not? According to Google’s Economic Impact Report, businesses make an average of $2 in revenue for every dollar they spend on AdWords. However, over the past five years, Google’s AdWords market has become increasingly saturated, resulting in calls for the advertising giant to diversify its revenue stream. Google has responded by bolstering a number of options for advertisers looking to complement their AdWords campaigns, and they are worth checking out.

Google Display Network Advertising, YouTube Advertisements And Google Adwords Campaigns

Google offers advertisers campaigns within their search network, the Google Display Network and YouTube. Within these networks you can choose from among five different campaign types:

-“Search Network only”

-“Display Network only”

-“Search Network with Display Select” (a combination of both networks)



Take Advantage of Google’s Expanded Search Network

Choosing to “Search Network Only” doesn’t mean you need to limit yourself to bidding on search engine page results (SERPs). You can have your ads show up next to Google search, Google Maps, Google Play and sites that are Google search partners. Examples include The New York Times, Washington Post, and many others.

Tap Into Google’s Display Network

Display ads may include text, image, rich media and video ads, which show up in Google’s Display Network. Unless you are selling a product/service that users look for on a when-needed basis, like injury lawyers or plumbers, you might want to try getting into display ads. According to Google, its display network includes over two million websites that reach over 90% of global internet users. While it may be difficult to tempt users to leave what they are doing to click through to your website, clicks are less expensive and relatively plentiful. Meanwhile, the “Search Network With Display Select” is a combination of “Search Network Only” and “Display Network Only” AdWords campaign types.

Leveraging Google Shopping Campaigns

Google Merchant Centre account holders will have the opportunity to promote product listing ads within the Google Search Network and Google Shopping, within select countries. Shopping campaigns gives users details about your product before they even click, and utilizes retail-centric reporting tools that tracks the performance of your products over time. Drive views, awareness and conversion using YouTube advertisements. Users view more than four billion videos on YouTube daily, and according to Nielson it reaches more US adults between 18 and 34 than any US cable network. Furthermore, research by Animoto cites that overall, adults are 73% more likely to purchase a product after watching an explainer video. Youtube advertising offers features that include location and language targeting, various scheduling and delivery methods, and more. It’s no wonder that marketers are increasingly shifting toward video content.



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